Interview with nicola butti - BUTTIstile design at Tuesday 12th of March 2013: DI: What is the main principle, idea and inspiration behind your design?nb : clean, pure, functional and emotional

DI: What has been your main focus in designing this work? Especially what did you want to achieve?nb : my team wanted to create a new language for VINNO's first product: we established a family feeling that has already been defined as "game changer" by the industry main players. Mission achieved.

DI: What are your future plans for this award winning design?nb : VINNO has started the manufacturing and they're looking for distributors worldwide, by attending the most prestigious exhibitions (including Vienna ECR - just finished)

DI: How long did it take you to design this particular concept?nb : 12 months, from design brief to engineering

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?nb : commissioned by VINNO Technology (Suzhou) Co., Ltd

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?nb : manufactured by VINNO

DI: What made you design this particular type of work?nb : VINNO's vision: to bring INNOVATION to the world of ultrasound imaging

DI: Where there any other designs and/or designers that helped the influence the design of your work?nb : the final result is mostly the fruit of BUTTIstile team's hard work: including VINNO's boss and the whole team of engineers

DI: Who is the target customer for his design?nb : mixed

DI: What sets this design apart from other similar or resembling concepts?nb : performance, usability and look, price

DI: How did you come up with the name for this design? What does it mean?nb : Customer's marketing strategy. VINNO= Vision (in) INNOvation

DI: Which design tools did you use when you were working on this project?nb : multiple

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?nb : special thanks to: Yoyo, Mika, Panda, James, Peter, Sean, Omena, Johnson, Jasper, Winnie and more!

DI: What is the role of technology in this particular design?nb : we got some inspiration from A-class surfacing that is usually only applied in the automotive business

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?nb : field research, marketing and sales teams feedback, and the various prototypes have been tested and evaluated in different clinics worldwide

DI: What are some of the challenges you faced during the design/realization of your concept?nb : so many! mostly regarding the design of the keyboard and the U.I.: interaction design

DI: How did you decide to submit your design to an international design competition?nb : 1. I believed we could WIN. And we did. 2. VINNO is a young brand, it needs exposure

DI: What did you learn or how did you improve yourself during the designing of this work?nb : I learnt that the best customer can push you to new and higher limits. Thanks VINNO.

Design Interviews is a resource on Design, Arts & Architecture featuring pre-made interviews with professional designers, artists and architects. DI: Design Interviews is created in order to share the professional lives of designers, architects and artists with design enthusiasts and other designers in order to provide tips for upcoming designers, artists and architects to advance their design knowledge and skills and to give our readers a feel for how designers come up with their designs. DI: Design Interviews was created by DesignPRWire and A' Design Award to promote the winner designers, and to share their insights with the rest of the world.